Category: Equity

Our Investment in Rowdy Energy: Leading the Clean Energy Revolution

Today, we are welcoming Rowdy Energy to the CircleUp family. We’re thrilled to support their bold vision of building the leading better-for-you energy drink brand. Rowdy pairs natural caffeine with electrolytes and a plant-based amino acid for long-lasting, hydrating energy. To boot, Rowdy’s products are keto-friendly with low or zero sugar and no artificial sweeteners. ...

Announcing Our Investment in IQBAR: Why We are Investing in Brain Health.

CircleUp Growth Partners is excited to announce its investment in IQBAR, a nutrition bar brand focused on brain health and function, as well as key dietary trends important to today’s consumer.  After years of eating sugary, carb-filled snacks that led to physical and emotional highs and lows, Will Nitze looked to create a bar that ...

Announcing Our Investment in Partake Foods: Here’s Why We Invested in an Allergy Friendly Cookie Company

We’re thrilled to announce CircleUp Growth Partners’ investment in Partake Foods, a modern snacking platform that leads with allergy friendly products. Denise Woodard launched Partake when her daughter was diagnosed with severe allergies, and she’s on a mission to make fun, tasty snacks accessible to all. “At Partake, our goal is to produce super delicious ...

Why We Invested in Art of Sport

CircleUp Growth Partners is proud to welcome Art of Sport (AOS) as our 22nd portfolio company. AOS is a complete line of daily essential body and skincare products powered by natural botanicals and clean ingredients. Co-Founder and CEO Matthias Metterich and his team have brought truly game changing personal care products to market and wrapped ...

Why We Invested in Partake Brewing

We are thrilled to welcome Partake Brewing, a low-calorie / low-carb craft non-alcoholic beer, as CircleUp Growth Partner’s 21st portfolio company. Partake was launched in 2017 by Ted Fleming after he gave up drinking alcohol due to Crohn’s disease but wasn’t ready to give up craft beer. While our team first met Ted a few ...

Helio Found Liquid I.V. in 2017, What Does The Data Say in 2020?

It was announced today that Liquid I.V., the leading better-for-you electrolyte drink mix brand, has signed an agreement to be acquired by Unilever. We’re extremely excited to congratulate Brandin and team on the company they have built. Liquid I.V. is a standout brand in CircleUp Growth Partners’ portfolio and a great example of how we ...

Congratulations, Liquid I.V.!

It was announced today that Liquid I.V., a leading better-for-you electrolyte drink mix brand, has signed an agreement to be acquired by Unilever. We are incredibly proud to have partnered with Founder & CEO Brandin Cohen over the last two years, as he and his team have built a brand that deeply resonates with consumers ...

Welcome Koia – Here’s to a Plant-Based Future!

Our team first met Chris Hunter in 2017, early in his journey in making Koia the leading plant-based beverage company in the United States. His story is an inspiring one – from founding Four Loko at the age of 25 to selling Not Your Father’s Root Beer to Pabst to becoming a spokesperson for a ...

The Cleanwashing of Clean Beauty

I recently covered clean beauty branding and the ambiguity associated with how clean beauty brands market themselves. Front label messaging associated with the word “clean” can be unclear, which suggests that the lists of both ingredients and non-ingredients (e.g., parabens, sulfates, phthalates) matter. I’d ask what specific ingredients give meaning to the term clean. Are ...

Defining Clean Beauty: Beyond the Branding

On the back label of beautifully packaged faces, behind the concealer of marketing jargon, what does clean beauty mean? Combing through the marketing jargon using CircleUp’s machine learning technology, Helio, we’ve identified the most common terms used to describe clean beauty products. Initially, we focused on the skincare sector for the purposes of narrowing in on ...